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The Role of Training and Innovation to Improve the Performance of Culinary Sector MSMEs in the Digital Era
Landreas Utama Lie
; Budi Eko Soetjipto
International Journal of Management Science and Entrepreneurship
Vol 2
, No 2
(2025)
This study aims to analyze the relationship of human resource management strategies to increase employee retention in the digital era in culinary sector MSMEs located in Jombang, East Java. This research uses a quantitative approach using a survey method on 30 MSME employees. The sampling process uses a census technique, the data analysis technique used in this study uses SPSS software. The regression analysis results show that digital training has a significant positive influence on MSME perfor...
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Exploring HR Collaborative Initiatives in Opening Global Market Access for MSMEs
Budi Wahono
; Budi Eko Soetjipto
International Journal of Management Science and Entrepreneurship
Vol 2
, No 2
(2025)
Micro, Small and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy, but only 15.7% have successfully penetrated the global market due to limited human resources (HR) and cross-sector collaboration (BPS, 2023). This study aims to analyse the role of collaborative HR initiatives in opening global market access for MSMEs in East Java, using a quantitative approach with AMOS-based Structural Equation Modeling (SEM) on a sample of 150 MSMEs. The results of the analysis show that H...
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Exploring HR Collaborative Initiatives in Opening Global Market Access for MSMEs
Nanik Wahyuningtiyas
; Budi Eko Soetjipto
International Journal of Management and Digital Sciences
Vol 2
, No 2
(2025)
The digital era has transformed marketing strategies, particularly for tech startups targeting Generation Z (Gen Z). This study investigates the influence of guerrilla and viral marketing on Gen Z consumer perceptions and behaviors in the context of tech startups, focusing on a risk-based entrepreneurial marketing approach. A quantitative survey with 212 Gen Z respondents was conducted to analyze the effects of these marketing strategies on consumer engagement, brand perception, and purchasing b...
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The Effectiveness of Experiential Marketing in Increasing Brand Awareness and Loyalty of MSME Consumers in the Global Market : A Mixed-Methods Approach
Wenny Eka Prasetiawan
; Budi Eko Soetjipto
International Journal of Management and Digital Sciences
Vol 2
, No 2
(2025)
Micro, Small and Medium Enterprises (MSMEs) face complex challenges in competing in the global market, where innovative marketing strategies such as experiential marketing are believed to increase brand awareness and consumer loyalty. However, its effectiveness is still debated due to inconsistent findings and the lack of holistic studies that combine quantitative-qualitative approaches. This study aims to analyse the influence of the five dimensions of experiential marketing (Schmitt, 1999) on...
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The Investigative of Satisfaction Levels on Marketing Strategy PT Fast Food Indonesia TBK in KFC Central Balikpapan Branch
Adi Hermawansyah
; Budi Eko Soetjipto
International Journal of Management and Digital Sciences
Vol 2
, No 2
(2025)
In this the objective of research this research is to determine the Influence of Product, Promotion and Price on Customer Satisfaction on PT. Fast Food Indonesia TBK Products. (KFC) Central Balikpapan. Type study Which used is quantitative research. The number of samples in this study was 310 customers who ate various kinds of fast food products at KFC Central Balikpapan for 1 month. The sampling technique used in this study was probability sampling. Analysis data Which used is a regression line...
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